Aliso Viejo-based Buy.com Inc., an online retailer, said Thursday it agreed to buy Maryland-based DecisionStep Inc. for undisclosed terms.
DecisionStep runs a technology that allows for so-called “social shopping,” in which users can make recommendations, chat about products and share what they’ve purchased with friends and family online.
Its “ShopTogether” feature also integrates social media, including Facebook and Twitter.
“Integrating social connection on Buy.com makes online shopping more engaging and fun, and we believe it will ultimately drive increased loyalty,” Chief Executive Neel Grover said.
Workers from DecisionStep are set to move from just outside Washington, D.C., to Buy.com’s Aliso Viejo campus. Some members of its executive and development teams are going to head up DecisionStep as a unit of Buy.com, the company said.
DecisionStep got started in 2000.
Some of its customers include Lillian Vernon Corp., Charlotte Russe Holding Inc., DayTimer USA, part of Acco Brands Corp., Banco Popular, part of Popular Inc., Stanley Black & Decker Inc., Mattel Inc., Verizon Communications Inc. and Foot Locker Inc., among others.
Buy.com sells everything from flat TVs to diamond rings, some 100 million products.
In recent years, it’s expanded into new areas including pet supplies, toys, musical instruments, health and beauty products and used books.
Staples include electronics, movies, music and computer products.
Thousands of independent merchants also use Buy.com to sell their products.
The company competes tooth and nail—largely on price—with Amazon.com Inc., Barnes & Noble Inc. and Best Buy Co.
